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After inaugurating its first physical outlet in Japan last May, the South Korean luxury eyewear brand opens its first flagship store in Bangkok.
The recently inaugurated store in the Thai capital reflects the spirit of Gentle Monster: futuristic and avant-garde.
Strengthening its retail offering in Southeast Asia
Gentle Monster is rolling out its strategy of physical outlets in Thailand, building on its collaboration with local distributor PP Group Thailand.
The avant-garde eyewear brand, founded in Seoul in 2011, inaugurated its first store in Thailand on August 25 in Bangkok’s EmQuartier shopping mall.
Until now, its products were mainly available through e-commerce and shop-in-shops, particularly in the CentralWOrld shopping mall in the Thai capital, and have been since 2017.
This new opening strengthens Gentle Monster’s international retail footprint. Indeed, in addition to Thailand, the brand is available in South Korea (6 stores), mainland China (20 stores), Hong Kong, Japan, Australia and the United States. In all, there are some thirty flagships worldwide, excluding travel-retail outlets and partner retailers.
Buoyed by its success with the younger generation, the company intends to continue opening stores, including its first in the Philippines in collaboration with the Hong Kong-based The Kho Group.
A new concept store
The 340 m2 flagship store that has just opened in Bangkok plays the exclusivity card with a “glocal” offer (both global and local), capable of attracting many brand fans and other visitors to the store.
The store takes up the futuristic, avant-garde codes dear to the eyewear brand. Once again, the brand offers an exploration of design through a contemporary art scenography that blends science and strangeness, in keeping with the brand’s secret.
“Completely crazy”, the universe that unfolds here is as Instagrammable as you could wish, and leaves no one indifferent, to the point of being intriguing and even disturbing. In short, the perfect alchemy for exploiting the virality of social networks.
Every Gentle Monster outlet in the world has its own name (the incubator, evolution, awakening…), illustrating ecological, mathematical or metaphysical concepts through its artistic and robotic installations. Among the themes addressed in his stores are transhumanism, data fragmentation, self-similarity and the Undecember World.
The Bangkok flagship features automatons such as a pair of massive, larger-than-life bison, and a spooky giant eyeball.
Futuristic, the store follows the color codes of its boutiques, with chromed steel displays, grey graphite floors and glittery concrete backdrops. Add to this a giant wall screen with angular shapes. A klein-blue or orange-red carpet brings the room to life.
It’s hard to believe, but Gentle Monster’s founder and designer, Hankook Kim, was originally… a summer school English teacher. This arty concept is reflected in the brand’s name, which advocates delicate, easy-to-wear creations (Gentle) that are also full of attitude and individuality (Monster).
However, interior design is not the only focus of the in-store customer experience. The rarity of the offer also plays a role in in-store traffic.
The Bold collection, with its galaxy motifs, can be found here, as well as creations in collaboration with the French luxury company Maison Margiela.
The brand is also preparing to launch a “Bangkok Limited Edition” collection in September.
PP Group Thailand was founded in 2003 by brothers Suvadee Pin Phungbunphra and Orand Puipunthavong. In addition to Gentle Monster, its portfolio of luxury fashion brands in Thailand includes Maison Kitsuné, Givenchy, Palm Angels, Longchamp, MCM, Tory Burch, Off-White, Roger Vivier and Casetify.
Read also > [INVESTIGATION] South Korea: why this country will be such a magnet for luxury in 2023 (Part 5/5)
Featured photo : © Gentle Monster [/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
After inaugurating its first physical outlet in Japan last May, the South Korean luxury eyewear brand opens its first flagship store in Bangkok.
The recently inaugurated store in the Thai capital reflects the spirit of Gentle Monster: futuristic and avant-garde.
Strengthening its retail offering in Southeast Asia
Gentle Monster is rolling out its strategy of physical outlets in Thailand, building on its collaboration with local distributor PP Group Thailand.
The avant-garde eyewear brand, founded in Seoul in 2011, inaugurated its first store in Thailand on August 25 in Bangkok’s EmQuartier shopping mall.
Until now, its products were mainly available through e-commerce and shop-in-shops, particularly in the CentralWOrld shopping mall in the Thai capital, and have been since 2017.
This new opening strengthens Gentle Monster’s international retail footprint. Indeed, in addition to Thailand, the brand is available in South Korea (6 stores), mainland China (20 stores), Hong Kong, Japan, Australia and the United States. In all, there are some thirty flagships worldwide, excluding travel-retail outlets and partner retailers.
Buoyed by its success with the younger generation, the company intends to continue opening stores, including its first in the Philippines in collaboration with the Hong Kong-based The Kho Group.
A new concept store
The 340 m2 flagship store that has just opened in Bangkok plays the exclusivity card with a “glocal” offer (both global and local), capable of attracting many brand fans and other visitors to the store.
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After inaugurating its first physical outlet in Japan last May, the South Korean luxury eyewear brand opens its first flagship store in Bangkok.
The recently inaugurated store in the Thai capital reflects the spirit of Gentle Monster: futuristic and avant-garde.
Strengthening its retail offering in Southeast Asia
Gentle Monster is rolling out its strategy of physical outlets in Thailand, building on its collaboration with local distributor PP Group Thailand.
The avant-garde eyewear brand, founded in Seoul in 2011, inaugurated its first store in Thailand on August 25 in Bangkok’s EmQuartier shopping mall.
Until now, its products were mainly available through e-commerce and shop-in-shops, particularly in the CentralWOrld shopping mall in the Thai capital, and have been since 2017.
This new opening strengthens Gentle Monster’s international retail footprint. Indeed, in addition to Thailand, the brand is available in South Korea (6 stores), mainland China (20 stores), Hong Kong, Japan, Australia and the United States. In all, there are some thirty flagships worldwide, excluding travel-retail outlets and partner retailers.
Buoyed by its success with the younger generation, the company intends to continue opening stores, including its first in the Philippines in collaboration with the Hong Kong-based The Kho Group.
A new concept store
The 340 m2 flagship store that has just opened in Bangkok plays the exclusivity card with a “glocal” offer (both global and local), capable of attracting many brand fans and other visitors to the store.
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[/vc_cta][vc_column_text]Featured photo : © Gentle Monster[/vc_column_text][/vc_column][/vc_row]
